Cargill research confirms consumers crave healthier indulgence in bakery aisle

25 Jan 2023 --- New research from Cargill has discovered that consumers seek indulgence and health attributes in their baked goods and they’re willing to pay a premium to get it.

“The Sweet Delight – Decoding Consumer Bakery Decisions” research surveyed 1,200 US consumers to understand the unmet needs and motivations that drive consumer purchase behaviors related to cakes, pastries and cookies.

The proprietary study examined what consumers say they do but revealed the reasons why they make certain purchase decisions. These include expectations around textures, packaging claims and ingredients.

Jana Mauck, global bakery category marketing manager at Cargill, expands on the key drivers pushing innovation in healthy indulgence in the baking segment. 

“In general, post-pandemic, US consumers are taking a more proactive approach to health and being more mindful of the food and beverage choices they make. Increasingly, consumers are now also looking at food as a medicine,” she tells FoodIngredientsFirst.

“They’re more knowledgeable on how certain ingredients support their health goals and are demanding products they perceive as healthier and with more functional health benefits – a trend that is becoming more prominent in bakery.”

Mauck says how the research finds that for many consumers, “healthier indulgence” is closely tied to their perceptions of “natural” and how looking for products made with all-natural ingredients without preservatives, followed by traceable ingredients (knowing where the ingredients come from), is of high importance. 

“Some of the mental cues that consumers have around “all-natural” are related to “real,” “recognizable” and “short ingredient lists. We also saw strong interest for baked goods that offered health-specific benefits such as heart health and immune support through ingredients like ancient/whole grains, natural sweeteners, nuts and seeds, and fruits and vegetables like apples, blueberries, pumpkin, and carrots. All that makes them think that the product is healthier and therefore better for them,” she explains.

Cargill has discovered that consumers seek indulgence and health attributes in their baked goods.Best of both worlds
Cargill underscores how this research pinpoints how demanding consumers want both health and indulgence.

All the unmet needs revealed by the study were related to health, including the need for portion control, tasty but healthier products, and products that provide an energy boost without a sugar crash. 

“However, those needs are not met today, which leaves a lot of room to innovate and introduce products that are both indulgent and perceived as healthier,” Mauck continues.  

“For example, consumers want indulgent baked goods that are rich and buttery to satisfy a craving or as a reward, but they are also conscious of calories and look for products with portion control or reduced sugar and fat. Ideally, they would love to satisfy their cravings with a tasty treat that has a healthier profile.”

The Cargill research confirmed indulgence remains the most important purchase trigger for cake, pastry and cookie purchases, outweighing barriers such as weight gain and health or diet considerations. More than half (54%) of those surveyed said they chose bakery products to satisfy cravings, while 44% admitted they purchased them as a reward. 

Other study aspects explored the influence of ingredient lists, nutritional information and package claims on consumers’ bakery purchases. 

Highlighting the continuing importance of label-friendly formulation, the research found consumers viewed ingredients as most influential to their purchase decision (42%) over nutrition scores (39%) and specific product claims (28%). 

Inflation’s impact
Cargill’s research also identified three areas where consumers are willing to pay more - Fresh from the Oven, Premium Indulgence, and Better for You - this is particularly interesting in times of economic crisis as inflation bites.

Mauck says that consumers are feeling the effects of inflation, paying close attention to prices, and making conscious decisions on how to stretch their grocery budgets.  

“Their willingness to pay is relative to that dynamic and driven more by the benefits delivering on what is important to the consumer.” 

Cargill’s inaugural bakery insights consumer study joins a growing portfolio of proprietary market-focused research it uses to identify the trends, behaviors, attitudes and motivations shaping the food and beverage landscape. 

Mauck concludes that the bakery space is a priority for Cargill. The company is leveraging its ingredient portfolio of fats and oils, sweeteners, chocolate, and more to help customers ideate and formulate products to meet consumers’ unmet needs.

“As highlighted by our research, consumers are hungry for indulgent baked goods with healthier profiles that are made with natural and traceable ingredients (RSPO, non-GMO, etc.). Our bakery portfolio includes innovative solutions that will help customers achieve consumers’ unmet needs in Premium indulgence, Fresh from the Oven and Better for You spaces by creating products perceived as both indulgent and healthier. This might include products that deliver portion control, supply an energy boost without a sugar crash, or offer greater satiety, as a few examples,” she concludes. 

By Gaynor Selby